ABSTRACT The purpose of this research is to examine and analyze the influence of service quality which consists of tangible, realibility, responsiveness, assurance, and empathy toward customer loyalty on the Bank BCA and Bank Mandiri as compared to. The research used causal explanatory. Customer’s sample used the Maranatha Christian University with a sample of 150 customers. Collecting data using questionnaires and analyzed by multiple regression. Based on the results of research using the F test, at bank BCA, variables Tangible (X1), Realibility (X2), Responsiveness (X3), Assurance (X4), and Empaty (X5) simultaneous impact (together) amounted to 74.5% of the Customer Loyalty (Y), while the remaining 25.4% is influenced by other factors that are not observed in this study, while the results of research using the F test at bank Mandiri, variables Tangible (X1), Realibility (X2), Responsiveness (X3), Assurance (X4), and Empaty (X5) simultaneous impact (together) amounted to 63.7% of the Customer Loyalty (Y), while the remaining 36.3% is influenced by other factors that are not observed in this study. Keywords: Service quality, customer loyalty, tangible, realibility, responsiveness, assurance, empathy.
viii Universitas Kristen Maranatha
ABSTRAK Tujuan dari penelitian ini adalah untuk menguji dan menganalisis pengaruh kualitas pelayanan yang terdiri dari tangible, realibility, responsiveness, assurance, dan empaty terhadap loylitas nasabah pada bank BCA dan dibandingkan dengan bank Mandiri. Jenis penelitian yang digunakan causal explanatory. Sampel yang digunakan adalah para Nasabah bank BCA dan bank Mandiri di Universitas Kristen Maranatha dengan sampel 150 nasabah. Pengumpulan data menggunakan kuesioner dan dianalisis dengan regresi berganda. Berdasarkan hasil penelitian menggunakan uji f, pada bank BCA secara simultan terdapat pengaruh antara Tangibles (X1), Realibility (X2), Responsiveness (X3), Assurance (X4) dan Empathy (X5) terhadap loyalitas nasabah (Y1) sebesar 74,5% sedangkan sisanya 25,5% dijelaskan oleh faktor-faktor lain yang tidak diteliti, dan dibandingkan dengan hasil penelitian menggunakan uji f pada bank Mandiri, terdapat pengaruh antara Tangibles (X1), Realibility (X2), Responsiveness (X3), Assurance (X4) dan Empaty (X5) terhadap loyalitas nasabah (Y2) sebesar 63,7% sedangkan sisanya 36,3% dijelaskan oleh faktor-faktor lain yang tidak diteliti. Kata-kata kunci: Kualitas pelayanan, loyalitas nasabah, tangible, realibility, responsiveness, assurance, empaty.
ix Universitas Kristen Maranatha
DAFTAR ISI Halaman HALAMAN JUDUL .......................................................................................
i
LEMBAR PENGESAHAN ............................................................................
ii
PERNYATAAN KEASLIAN KARYA TULIS SKRIPSI .............................
iii
SURAT PERNYATAAN PENELITIAN .......................................................
iv
KATA PENGANTAR ....................................................................................
v
ABSTRACT .....................................................................................................
viii
ABSTRAK ......................................................................................................
ix
DAFTAR ISI ...................................................................................................
x
DAFTAR GAMBAR ......................................................................................
xvi
DAFTAR TABEL ...........................................................................................
xvii
DAFTAR LAMPIRAN ...................................................................................
xxi
BAB I PENDAHULUAN 1.1 Latar Belakang Masalah ..................................................................
1
1.2 Identifikasi Masalah .......................................................................
7
1.3 Tujuan Penelitian ............................................................................
8
1.4 kegunaan Penelitian ........................................................................
9
BAB II KAJIAN PUSTAKA, RERANGKA PEMIKIRAN, DAN PENGEMBANGAN HIPOTESIS 2.1 Kajian Pustaka .................................................................................
11
2.1.1 Pengertian Pemasaran ...........................................................
11
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2.1.1.1 Pemasaran Bank ........................................................
12
2.1.2 Bauran Pemasaran ................................................................
12
2.1.3 Pengertian Jasa .....................................................................
15
2.1.4 Sifat dan Karakteristik Jasa ..................................................
16
2.1.5 Bank .......................................................................................
18
2.1.6 Tipe-tipe Bank ......................................................................
19
2.1.7 Jasa-jasa Pelayanan Yang Diberikan Bank ...........................
20
2.2 Pengertian Kualitas Pelayanan ........................................................
21
2.3 Pengertian Kepuasan Nasabah.........................................................
25
2.4 Pengertian Loyalitas Nasabah .........................................................
26
2.5 Model Penelitian ..............................................................................
27
2.6 Rerangka Pemikiran ........................................................................
30
2.7 Pengembangan Hipotesis .................................................................
32
BAB III METODE PENELITIAN 3.1 Lokasi Penelitian .............................................................................
34
3.2 Jenis Penelitian ...............................................................................
34
3.2.1 Sumber Data .........................................................................
35
3.3 Populasi dan Sampel ........................................................................
36
3.3.1 Populasi .................................................................................
36
3.3.2 Sampel ...................................................................................
37
3.4 Definisi Operasional variable .........................................................
37
3.5 Teknik Pengumpulan Data .............................................................
43
3.6 Metode Analisis Data .....................................................................
43
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3.6.1 Analisis Statistik Deskriptif Profil Responden ......................
43
3.6.2 Uji Validitas ...........................................................................
43
3.6.3 Uji Reliabilitas .......................................................................
45
3.6.4 Analisis Dekriptif Data Penelitian .........................................
45
3.6.5 Uji Asumsi Klasik .................................................................
45
3.6.5.1 Uji Normalitas ...........................................................
45
3.6.5.2 Uji Multikolinearitas .................................................
46
3.6.5.3 Uji Heteroskedastisitas ..............................................
46
3.6.5.4 Uji Outlier ................................................................
47
3.6.6 Analisis Regresi Berganda.....................................................
48
3.6.7 Analisis Korelasi Product Moment........................................
48
3.6.8 Analisis Koefisien Determinasi .............................................
48
3.6.9 Pengujiam Hipotesis ..............................................................
49
3.6.9.1 Uji Simultan (Uji F) ..................................................
49
3.6.9.2 Uji Parsial (Uji t) .......................................................
50
BAB IV HASIL PENELTIAN DAN PEMBAHASAN 4.1 Analisis Statistik Deskriptif Profil Responden Bank BCA................
52
4.2 Hasil Pengujian Validitas Dan Reliabilitas Bank BCA .....................
54
4.2.1 Uji Validitas ............................................................................
54
4.2.2 Uji Reliabilitas Instrumen Penelitian .......................................
56
4.3 Analisis Data Penelitian Bank BCA .................................................
56
4.3.1 Kualitas Pelayanan (X) ...........................................................
57
4.3.2 Variabel Tangible (X1) ............................................................
59
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4.3.3 Sub Realibility (X2)..................................................................
61
4.3.4 Sub Variabel Responsiveness (X3) ..........................................
63
4.3.5 Sub Variabel Assurance (X4) ...................................................
65
4.3.6 Sub Variabel Empaty (X5) .......................................................
67
4.3.7 Variabel Loyalitas Nasabah (Y)...............................................
69
4.4 Analisis Regresi Bank BCA .............................................................
71
4.4.1 Pengujian Normalitas ..............................................................
71
4.4.2 Pengujian Heteroskedastisitas .................................................
72
4.4.3 Pengujian Multikolinearitas .....................................................
73
4.4.4 Uji Regresi Berganda Kualitas Pelayanan terhadap Loyalitas Nasabah BCA ...........................................................................
74
4.4.5 Hubungan X1 (Tangible), X2 (Realibility), X3 (Responsiveness), X4 (Assurance) dan X5 (Empaty) dan Y (Loyalitas Nasabah) .
76
4.4.6 Pengaruh X1 (Tangible), X2 (Realibility), X3 (Responsiveness), X4 (Assurance) dan X5 (Empaty) dan Y (Loyalitas Nasabah) ..................................................................
78
4.4.7 Pengujian Hipotesis Secara Simultan ......................................
79
4.4.8 Pengujian Hipotesis Secara Parsial ..........................................
80
4.5 Pembahasan .......................................................................................
82
4.6 Analisis Statistik Deskriptif Profil Responden Bank Mandiri ..........
84
4.7 Hasil Pengujian Validitas Dan Reliabilitas Bank Mandiri.................
86
4.7.1 Uji Validitas .............................................................................
86
4.7.2 Uji Reliabilitas Instrumen Penelitian .......................................
88
4.8 Analisis Data Penelitian Bank Mandiri..............................................
88
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4.8.1 Kualitas Pelayanan (X) ............................................................
89
4.8.2 Variabel Tangible (X1) .............................................................
91
4.8.3 Sub Realibility (X2)..................................................................
93
4.8.4 Sub Variabel Responsiveness (X3) ..........................................
94
4.8.5 Sub Variabel Assurance (X4) ...................................................
96
4.8.6 Sub Variabel Empaty (X5) .......................................................
98
4.8.7 Variabel Loyalitas Nasabah (Y)...............................................
100
4.9 Analisis Regresi Bank Mandiri .........................................................
103
4.9.1 Pengujian Normalitas ...............................................................
103
4.9.2 Pengujian Heteroskedastisitas ..................................................
104
4.9.3 Pengujian Multikolinieritas ......................................................
104
4.9.4 Uji Regresi Berganda Kualitas Pelayanan terhadap Loyalitas Nasabah Mandiri ......................................................................
106
4.9.5 Hubungan X1 (Tangible), X2 (Realibility), X3 (Responsiveness), X4 (Assurance) dan X5 (Empaty) dan Y (Loyalitas Nasabah)
107
4.9.6 Pengaruh X1 (Tangible), X2 (Realibility), X3 (Responsiveness), X4 (Assurance) dan X5 (Empaty) dan Y (Loyalitas Nasabah)
109
4.9.7 Pengujian Hipotesis Secara Parsial ..........................................
112
4.10 Pembahasan .......................................................................................
114
BAB V SIMPULAN DAN SARAN 5.1 Simpulan ...........................................................................................
116
5.2 Keterbatasan Penelitian ......................................................................
119
5.2 Saran...................................................................................................
119
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DAFTAR PUSTAKA .....................................................................................
121
LAMPIRAN ....................................................................................................
125
DAFTAR RIWAYAT HIDUP PENULIS (CURRICULUM VITAE) ..............
133
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DAFTAR GAMBAR Halaman Gambar 1
Model Penelitian ..................................................................
28
Gambar 2
Rerangka Pemikiran ............................................................
31
Gambar 3
Gambaran Banyaknya Responden Berdasarkan Jenis Kelamin
53
Gambar 4
Gambaran Banyaknya Responden Berdasarkan Lama Menabung ............................................................................
54
Gambar 5
Diagram Persepsi Responden tentang kualitas pelayanan ...
59
Gambar 6
Diagram Persepsi Responden tentang Loyalitas Nasabah ...
70
Gambar 7
Heteroskedastisitas ..............................................................
73
Gambar 8
Gambaran Banyaknya Responden Berdasarkan Jenis Kelamin
85
Gambar 9
Gambaran Banyaknya Responden Berdasarkan Lama Menabung ............................................................................
86
Gambar 10
Diagram Persepsi Responden tentang kualitas pelayanan ...
90
Gambar 11
Diagram Persepsi Responden tentang Loyalitas Nasabah
Gambar 12
Bank Mandiri .......................................................................
102
Heteroskedastisitas ..............................................................
104
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DAFTAR TABEL Halaman Tabel I
Penghargaan Indonesian Bank Loyalty Award (IBLA) 2012
5
Tabel II
Operasional Variabel ...........................................................
39
Tabel III
Gambaran Banyaknya Responden Berdasarkan Jenis Kelamin
52
Tabel IV
Gambaran Banyaknya Responden Berdasarkan Jenis Kelamin
53
Tabel V
Uji Validitas KMO and Bartlett’s Test ................................
54
Tabel VI
Uji Validitas Rotated Component Matrix ............................
55
Tabel VII
Uji Reliabilitas Instrumen Penelitian ...................................
56
Tabel VIII
Persepsi Responden Kualitas Pelayanan (X) .......................
58
Tabel IX
Persepsi Responden Tentang tangible (X1) ........................
60
Tabel X
Sebaran Jawaban Responden Tentang Item-item Pernyataan Pada Sub Variabel Tangible ................................................
61
Tabel XI
Persepsi Responden Tentang Realibility (X2) .....................
62
Tabel XII
Sebaran Jawaban Responden Tentang Item-item Pernyataan Pada Sub Variabel Realibility ..............................................
63
Tabel XIII
Persepsi Responden Tentang responsiveness (X3)..............
64
Tabel XIV
Sebaran Jawaban Responden Tentang Item-item Pernyataan Pada Sub Variabel Responsiveness .....................................
64
Tabel XV
Persepsi Responden Tentang Assurance (X4) .....................
66
Tabel XVI
Sebaran Jawaban Responden Tentang Item-item Pertanyaan Pada Variabel Assurance .....................................................
66
Tabel XVII
Persepsi Responden Tentang Empaty (X4) .........................
68
Tabel XVIII
Sebaran Jawaban Responden Tentang Item-item Pertanyaan
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Pada Variabel Empaty .........................................................
68
Tabel XIX
Persepsi Responden Tentang Loyalitas Nasabah (Y) ..........
70
Tabel XX
Sebaran Jawaban Responden Tentang Item-item Pertanyaan Pada Variabel Loyalitas Nasabah ........................................
71
Tabel XXI
Uji Normalitas .....................................................................
72
Tabel XXII
Matrik Korelasi Antar Variabel Bebas Pada Model Penelitian
74
Tabel XXIII
Koefisien Regresi Kualitas Pelayanan, Loyalitas Nasabah .
75
Tabel XXIV
Korelasi antara X1 (Tangible), X2 (Realibility), X3 (Responsiveness), X4 (Assurance), X5 (Empaty), dan Y (Loyalitas Nasabah) ..................................................
Tabel XXV
Koefisien Determinansi Kualitas Pelayanan Terhadap Loyalitas Nasabah ................................................................
Tabel XXVI
76
78
Pengujian Secara Simultan antara variabel X1 (Tangible), X2 (Realibility), X3 (Responsiveness), X4( Assurance) dan X5 (Empaty) terhadap Loyalitas Nasabah (Y)..............
Tabel XXVII
80
Hasil Uji-t Sub Variabel X1 (Tangible), X2 (Realibility), X3 (Responsiveness), X4 (Assurance) dan X5 (Empaty) terhadap Loyalitas Nasabah (Y) ..........................................
81
Tabel XXVIII
Gambaran Banyaknya Responden Berdasarkan Jenis Kelamin
84
Tabel XXIX
Gambaran Banyaknya Responden Berdasarkan Jenis Kelamin
85
Tabel XXX
Uji Validitas KMO and Bartlett’s Test ................................
86
Tabel XXXI
Uji Validitas Rotated Component Matrix ............................
87
Tabel XXXII
Uji Reliabilitas Instrumen Penelitian ...................................
88
Tabel XXXIII
PersepsiRespondenTentang Kualitas Pelayanan (X) ...........
90
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Tabel XXXIV
Persepsi Responden Tentang Tangible (X1) .......................
Tabel XXXV
Sebaran Jawaban Responden Tentang Item-item Pernyataan
92
Pada Sub Variabel Tangible ................................................
92
Tabel XXXVI
Persepsi Responden Tentang Realibility (X2) .....................
93
Tabel XXXVII
Sebaran Jawaban Responden Tentang Item-item Pernyataan Pada Sub Variabel Realibility ..............................................
94
Tabel XXXVIII Persepsi Responden Tentang responsiveness (X3)..............
95
Tabel XXXIX
Sebaran Jawaban Responden Tentang Item-item Pernyataan Pada Sub Variabel Responsiveness .....................................
96
Tabel XL
Persepsi Responden Tentang Assurance (X4) .....................
97
Tabel XLI
Sebaran Jawaban Responden Tentang Item-item Pertanyaan Pada Variabel Assurance .....................................................
98
Tabel XLII
Persepsi Responden Tentang Empaty (X4) .........................
99
Tabel XLIII
Sebaran Jawaban Responden Tentang Item-item Pertanyaan Pada Variabel Empaty .........................................................
100
Tabel XLIV
Persepsi Responden Tentang Loyalitas Nasabah (Y) ..........
101
Tabel XLV
Sebaran Jawaban Responden Tentang Item-item Pertanyaan Pada Variabel Loyalitas Nasabah ........................................
102
Tabel XLVI
Uji Normalitas .....................................................................
103
Tabel XLVII
Matrik Korelasi Antar Variabel Bebas Pada Model Penelitian
105
Tabel XLVIII
Koefisien Regresi Kualitas Pelayanan, Loyalitas Nasabah .
106
Tabel XLIX
Korelasi antara X1 (Tangible), X2 (Realibility), X3 (Responsiveness), X4 (Assurance), X5 (Empaty), dan Y (Loyalitas Nasabah) ..................................................
107
xix Universitas Kristen Maranatha
Tabel L
Koefisien Determinansi Kualitas Pelayanan Terhadap Loyalitas Nasabah ................................................................
Tabel LI
110
Pengujian Secara Simultan antara variabel X1 (Tangible), X2 (Realibility), X3 (Responsiveness), X4 (Assurance) dan X5 (Empaty) terhadap Loyalitas Nasabah (Y)..............
Tabel LII
111
Hasil Uji-t Sub Variabel X1 (Tangible), X2 (Realibility), X3 (Responsiveness), X4 (Assurance) dan X5 (Empaty) terhadap Loyalitas Nasabah (Y) ..........................................
113
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DAFTAR LAMPIRAN
Lampiran A
Kuesioner Penelitian
Lampiran B
Karakteristik Responden
Lampiran C
Pengujian Instrumen Penelitian
xxi Universitas Kristen Maranatha
